Erosion of the product
I see they're also going to charge for pre-booked seats. Well done Big Airways - you'll still have a nice big cost base, but will have manged to further erode your product down towards the Squeasy, Ryanair end of the market thereby making people wonder why they don't just book with those carriers. Not sure why BA has to torment itself with these identity crises every few years. Why not better the product to a level where they can truly say they are one of the best, instead of following this downward trend ?